For direct marketers, the Direct Marketing Association (DMA) is the legacy trade association in a sea of upstarts. DMA's been reinventing itself, positioning itself as a data-driven organization. Just before DMA2014, the organization brought Lindsay Hutter on board as its new SVP of communications. Target Marketing interviewed Hutter on Oct. 23. This is the full interview with Hutter, who joins DMA after her years at New York-based PR firm Hill+Knowlton and the National Association of Convenience Stores (NACS).
"This data is not a big monster. You can actually tame it and create insights," says Lung Huang, VP of digital advertising for dunnhumby. He stopped by the Target Marketing booth at DMA 2014 in San Diego to help marketers who may only have less than a minute to watch a video. In this, they’ll gain two valuable insights on how to gain customer insight from all that data.
Whether the issue is privacy, data security or spam, we never seem far from the specter of governments taking actions that would knock the pillars out from under the best direct marketing plans. At DMA2014 in San Diego, we got the chance to talk to DMA's VP of Government Affairs Rachel Nyswander Thomas about where we might see trouble coming, and what marketers can do to keep the politicians on their side.
Understanding how to ignite customer engagement starts here in San Diego at DMA2014 with keynote presentations, advice from thought leaders, and insight from VIPs. "The central theme at DMA2014 is all about building and creating engagement," said DMA President Jane Berzan. "This year's event is a week-long experience that explores the connections between brands and consumers that can ignite customer engagement." So we got a few of them together to ask: What is engagement, and how does it fit into data-driven marketing?
The last time the Direct Marketing Association held its annual conference in San Diego, it was 2009, we were all amid The Great Recession, and having been recently thrown out of a job, money was just too tight to attend on my own. Since then, marketing has changed—a lot—and the U.S. economy overall is in better shape than it was. Folks, looking back, we avoided a Depression
Lindsay Hutter, the Direct Marketing Association's new SVP of communications, says she'll take a "stoplight" approach to what to change about DMA's communications strategy. She spoke with Target Marketing on Thursday afternoon before departing for the Saturday start of DMA2014 in San Diego
With little fanfare, the Direct Marketing Association just published a "refresh" of its "Green 15" sustainable marketing practices first announced in 2007, via the good work of the sustainability team from the DMA Ethics Policy Committee.
Dawn Zier is thriving in the frenzied pace of an Internet-ruled world for at least two reasons: Seemingly impossible challenges intrigue her, and she's chosen to live by her parents' words to "be the best that you can be." So far, that mentality is serving her and the company she heads well. Zier, the president and CEO of Fort Washington, Penn.-based weight loss meal plan provider Nutrisystem, is largely credited with turning the fortunes of her company around. Taking the position in November 2012, she inherited a company that had seen sales plummet 42 percent since 2008. Under her leadership, Nutrisystem added data-driven programs and is expecting soon to see "revenue growth for the first time in seven years," Zier says.
The "dog days" of summer are about to end, so I'd better wrap up my summer reading fast. Of course, my summer reading list really is my only opportunity to delve into those volumes of research that have been accumulating, that I've been meaning to get to, that I really should be on top of
I received this email about Jame Thornton's passing a couple of weeks ago from Anthony Green, which was truly sad news. Thornton was a brilliant genius, a serial entrepreneur and known to many as Mr. Direct Marketing SE Asia.